What We’re Building with Starter Story

February 25, 2026/by admin

What We're Building with Starter Story We have some big news: HubSpot Media is acquiring Starter Story, one of the most trusted and beloved media brands in the entrepreneurship space. If you've spent any time in the world of bootstrapped businesses, online startups, or the indie founder community, you already know what Starter Story is. But if this is your first introduction, buckle up, because this brand has a story worth telling. Table of Contents What Is Starter Story? Why HubSpot Media Acquired It HubSpot Media: A Track Record Worth Talking About A Note on Why This Matters What Is Starter Story? Back in 2017, a software engineer named Pat Walls was burning the candle at both ends. His first startup had just failed to get into Y Combinator. He was spending his days at work and his nights trying to build something that would stick—a story most entrepreneurs know all too well. Refusing to give up entrepreneurship, Pat started a side project — something low-cost, scrappy, and built from genuine curiosity. He wanted to know how real founders actually built their businesses from the ground up. So he started calling them up and asking. He built the first version of Starter Story from a Starbucks, posting his early founder interviews to Reddit and Hacker News to see what would happen. People loved it. He kept going. By October 2017, Starter Story was live, and it grew from there in...

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Profound vs Scrunch AI for AEO: Which tool delivers better ROI?

Uncategorized

February 23, 2026/by admin

Profound vs Scrunch AI for AEO: Which tool delivers better ROI? As businesses adjust to the new AEO landscape, marketers are seeing increasing convergence with marketing automation—HubSpot's recent acquisition of Xfunnel signals this shift, bringing AI search optimization directly into the CRM ecosystem where attribution and revenue tracking happen. As a result, Marketers need the right AEO tools to reach their audience, who are flocking to AI search engines in droves. Two platforms gaining traction are Profound and Scrunch for AEO. Both platforms boast useful tools meant to boost discoverability and reach, but which between the two is best for your business? Keep reading for a breakdown of Profound vs Scrunch for AEO and to see which would work best for you. Table of Contents What is Profound? What is Scrunch? Profound vs Scrunch for AEO: Comparison at a glance Profound vs Scrunch compared Which should you choose for AEO: Profound or Scrunch? Frequently Asked Questions about Profound vs Scrunch for AEO What is Profound? Profound is an enterprise-grade Answer Engine Optimization platform that helps brands boost discoverability across AI-powered search engines like ChatGPT, Perplexity, Claude, and Google AI Overviews Profound combines comprehensive monitoring across 9+ AI engines with powerful content creation tools called Agents that enable teams to produce AI-optimized content at scale. My research shows Profound is particularly known for its Prompt Volumes feature—the first tool to reveal actual search volume data for AI conversations—and its specialized ChatGPT...

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8 generative engine optimization best practices your strategy needs

Uncategorized

February 20, 2026/by admin

8 generative engine optimization best practices your strategy needs Despite what the headlines would have you believe, artificial intelligence (AI) isn’t new. The term and early technology date back to the 1950s, but generative AI (which emerged in the 2010s) is undeniably new terrain. With both leaving their mark on consumer search behavior, marketing strategies like generative engine optimization (GEO) are not just becoming popular but essential. But that doesn’t mean generative trauma ensues. Let’s unpack how your business and marketing team can navigate the changes, unknowns, and competition with generative AI SEO best practices. Table of Contents What is Generative Engine Optimization? Why generative engine optimization matters now Generative engine optimization best practices you can implement today Common generative engine optimization pitfalls to avoid Frequently asked questions about generative engine optimization best practices Generating Generative Success What is generative engine optimization? Generative engine optimization (GEO) is about making your website and content easy for AI-powered search tools (like ChatGPT, Gemini, Perplexity) to find, understand, and cite. When someone asks one of these tools a question, the AI systems scan content across the web to create an answer. It doesn’t give you a list of resources that could be helpful, like search engine optimization, but it aims to directly answer your question while citing websites it thinks are reliable. GEO helps your content get chosen as one of those lucky resources. TLDR: SEO gets you on the party guest list (SERP)....

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Content amplification: How to amplify content across every marketing channel

Content Marketing

February 20, 2026/by admin

Content amplification: How to amplify content across every marketing channel Sharing content across channels is a top 5 marketing trend in 2026, according to HubSpot’s State of Marketing report. The brands that will do this successfully with the best ROI will focus on amplification, not just copy/paste repurposing. Learn how to get the most mileage from your brand‘s owned media, earned media, and user-generated content with smart content amplification. These strategies and tools teach the exact frameworks, tools, and tips that help brands scale smarter. Let’s go! Table of Contents What is content amplification? Benefits of Content Amplification Pain Points of Content Amplification Content Amplification Strategies Social Amplification and Brand Amplification Tactics Content Amplification Tools and Platforms to Consider How to Measure and Optimize Content Amplification Content Amplification Templates You Can Use Now Content Amplification Examples You Can Steal Frequently Asked Questions About Content Amplification. What is content amplification? Content amplification is the process of distributing content across channels (social media, website content, email marketing, paid advertising) to extend reach, generate engagement, and make content discoverable. Unlike content repurposing, which changes a piece of content's format, content amplification focuses on scaling distribution and impact, creating a data-led feedback loop. In HubSpot’s Loop Marketing model, amplification is the third stage: content performance data (clicks, shares, and conversions) feeds future content creation, personalization, and redistribution. Amplification is more important than ever as discovery moves beyond Google to include...

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Generative engine optimization for small business: How to win with a small budget in 2026

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February 17, 2026/by admin

Generative engine optimization for small business: How to win with a small budget in 2026 In a past work life, I stole search rank positions #1 and zero and even featured snippets from much larger companies, including HubSpot. That’s why I firmly believe bootstrapped small-to-medium-sized businesses (SMB) can compete with big-budget corporations. Strategies like SEO, social media, and generative engine optimization for small business make it possible. I know what you’re thinking, “GEO for small business? Not another thing to add to my plate." But generative engine optimization (GEO) doesn’t actually mean a complete overhaul of your marketing. It‘s an evolution of what you’re likely already doing with SEO — just adapted for a world where AI referral traffic to SMB websites increased by 123% in just a matter of months. GEO doesn't demand more time; it demands smarter use of the time you already have. This guide will show you exactly how, without draining your budget or hiring a specialized team. Table of Contents TLDR What is generative engine optimization for small business? Why Generative Engine Optimization Matters Now for Small Businesses How to Do Generative Engine Optimization for Small Business Generative engine optimization best practices for small business Generative engine optimization for local content Recommended generative engine optimization software on a budget FAQs about Generative Engine Optimization for Small Business Do small businesses need GEO? TLDR Generative engine optimization (GEO) helps small businesses get cited in...

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24 generative engine optimization statistics marketing leaders should know

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February 16, 2026/by admin

24 generative engine optimization statistics marketing leaders should know I never thought I‘d see the day when "Googling" something and sifting through links would become passé. But, like many marketers over the last year, I’m seeing a massive shift in how people find brands, products, and answers online. More and more consumers are getting their answers directly from AI platforms like ChatGPT, and marketers are leveraging generative engine optimization (GEO) tactics to boost brand awareness and get cited by AI answer engines. Not sure if GEO is worth all the hype? No worries, I rounded up some Generative Engine Optimization statistics to show you how crucial GEO is in modern digital marketing. Table of Contents Why generative engine optimization is so important now Generative engine optimization statistics marketing leaders should know Frequently Asked Questions about Generative Engine Optimization statistics. Why generative engine optimization is so important now Generative engine optimization is crucial to digital marketing now because the way consumers search for products and services has changed significantly over the last few years. When I first entered the digital marketing industry, consumers typically searched for answers by plugging inquiries into search engines like Google. They'd then browse the top links Google provides until they found the answers they were looking for. Now, consumers are asking questions to AI systems like ChatGPT, Google AI, and Perplexity, and these systems are providing direct answers rather than links for users to sift through. As a...

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What is an attribution window in marketing? What marketers need to know

attribution

February 14, 2026/by admin

What is an attribution window in marketing? What marketers need to know An attribution window is the defined time period when a marketing touchpoint — such as an ad click, email open, or page view — can be credited for a conversion. Window length directly affects how conversions are counted, how channels perform, and how budget decisions are made. Platforms use different defaults, and these differences often create mismatches in data across tools. Marketers use HubSpot attribution reporting to compare model outcomes with consistent lookback periods and align windows across platforms. A marketing attribution window determines which touchpoints are eligible to receive conversion credit, shaping how teams interpret performance and drive decisions about spend, messaging, and channel mix. Explore our guide to attribution modeling for a deeper look at how credit is assigned across customer journeys. Table of Contents What is an attribution window in marketing? Why the Attribution Window Matters Attribution Window Types How Long Should My Attribution Window Be? How Attribution Windows Impact KPIs and Budget Decisions Frequently Asked Questions About Attribution Windows What is an attribution window in marketing? A marketing attribution window is the time period during which a marketing touchpoint can receive credit for influencing a conversion. This window determines which interactions qualify and controls how analytics tools assign credit. Most platforms set default windows, but marketers customize them based on sales cycle length, campaign type, and channel behavior. Attribution window affects conversion counting....

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Marketing operations tech stack audit: A proven checklist for operations teams

Marketing Operations

February 12, 2026/by admin

Marketing operations tech stack audit: A proven checklist for operations teams Marketing tech stacks often expand fast, leading to sprawl. The result is low tool usage. Gartner estimates that only 49% of marketing technology tools are actively used by teams. A marketing operations tech stack audit brings structure back to teams with bloated software. During the audit, teams identify opportunities to cut redundant software, resolve data issues, and improve ROI. Ironically, teams may also surface the need for new tech to manage large volumes of data. HubSpot’s Data Hub is designed to help, combining data across each company’s tech stacks. This post explores when marketing operations tech stack audits are necessary. Marketers will also learn how to run tech stack audits and where AI fits into the process. Table of Contents What is a marketing operations tech stack audit? What You Should Audit in Your Marketing Operations Technology Stack How to Run a Marketing Operations Tech Stack Audit Where AI Fits in Your Marketing Operations Tech Stack Audit Frequently Asked Questions About Marketing Operations Tech Stack Audits What is a marketing operations tech stack audit? A marketing operations tech stack audit is a structured review of all marketing, sales, and service tools. The audit identifies tools that do the same job. During the tech stack audit, teams also map what data is collected by each tool and if data is accurate. At the end of the audit, the team should...

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AI engine optimization audit: How to audit your content for AI search engines

SEO

February 10, 2026/by admin

AI engine optimization audit: How to audit your content for AI search engines An AI engine optimization audit evaluates brand visibility, accuracy, and citations in AI-powered search engines. It highlights how a brand appears across ChatGPT, Gemini, Perplexity, and Bing Copilot, and identifies gaps in the facts, descriptions, and links these systems rely on. In contrast, a traditional SEO audit focuses on website rankings and technical health in classic search engines. AI search extracts information directly from content, public sources, and structured data. This shift changes how buyers discover brands and validate solutions. Growth-focused teams benefit from precise, consistent brand details in AI summaries, as these summaries influence early research, shortlists, and pipeline creation. This post gives teams a complete workflow for running an AI engine optimization audit, priority fixes, a practical checklist, and the HubSpot tools that support the process. Each section offers clear steps for testing visibility across AI engines, measuring accuracy, updating content, and publishing structured, AI-friendly pages at scale. Table of Contents What is an AI engine optimization audit? Why run an AI engine optimization audit now? How to Run an AEO Audit (Step-by-Step) Priority Fixes After Your Answer Engine Optimization Audit AI Search Optimization Audit Checklist Frequently Asked Questions About AI Engine Optimization Audits What is an AI engine optimization audit? An AI engine optimization audit is a structured review that measures how accurately AI search engines represent a brand. It evaluates visibility, accuracy, and...

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